“I felt there was a gap in the market for a designer British brand at a contemporary price point offering a capsule wardrobe that takes you from day to evening.”

A publicity picture shows her in a sleeveless black outfit with scarlet piping at the shoulders, taken from the collection.

Image copyrightDarren Gerrish

Image caption
Samantha Cameron is a British Fashion Council ambassador

Mrs Cameron, who has a consultancy role at luxury leather goods makers Smythson, where she was previously creative director, was named one of the best-dressed women in the world by Vanity Fair last year.

She is also a British Fashion Council ambassador.

She told Vogue she had “spent a lot of time trying stuff on friends”, and added: “I felt that there was a lot of American and French brands out there that fit that bracket of designer contemporary with the right price point and the right styling, but there aren’t that many British brands which fill that space.”